BCIL (Department of Science & Technology) Entrepreneurship & Startup Mentoring by Dr Ritesh Malik

BRAND MANAGEMENT & STARTUP

FINANCING FOR

BIOENTREPRENEURS

Dr Ritesh Malik

We are all in the business of

selling

WHAT IS A BRAND?

What people think of you? when they think of

you?

Brand of a company = Reputation of a

person

TRUST

Product is made in factories!

Brand is made in minds of people! (:

A brand is nothing but a PROMISE

Brand? Charge

IT ALL STARTS WITH A GREAT PRODUCT

FORM FOLLOWS

FUNCTION

PRODUCTBe the yardstick of quality

A brand is the overall feel of the product

EXPERIENCE

MARK OF QUALITY

Value

DO YOU KNOW ABOUT THESE?

SOME PEOPLE INSTEAD OF PASTE SAY

COLGATE

Customer

• feedback

• ownership

• loyalty

STARBUCKS STORY

• 6 point mission statement

• Flat organisation

• Each employee is a partner (medical |

vision | dental | stock options | tuition

reimbursements | vacation).

• Goal: Happy Employees | Loyal

Customers

• Highly detailed & instructive training

programs.

APPLE? GOOGLE IT Foxconn

.Minimalism: Less is more.

Design is the most

immediate,most explicit

way of what products

become in peoples

minds.

CULTURE BUILDING Its not about a department. Its about the complete team. Culture &

foundations of a company. We have certain influences from people around

us. This is called a culture

Culture is a way of life of a group of people - their behaviours, beliefs,

values & symbols that they accept generally without thinking about them, and that are passed along by communication & imitati

- Edward T. Hall

The Golden Circle of Brand Formation

COMMUNICATIONVs

CONNECTION

WHAT IS MARKETING?

Marketing

Brandin

g Sales

Short Term Long Term

WHY TO CREATE A

BRAND?

of people are more likely to buy an expensive

product from a brand they trust.

68%

STORY OF INTEL

3.8 Billion $

• Essence: piece of paper

• Branding has made it valuable

• Owner of the brand: Federal Reserve

• Testimonial from the first President G.

Washington: This note is a legal tender for debts

public & private.

• Emotionalization of the brand: In god we trust

• It is a world brand: It confers uniform value

globally.

From whom would you buy. Buying is a process of

emotionalising your fallacies. Deep in your mind you know

what you want!

LOGOS OF MY

PRODUCTS Impact on the mind

COMPONENTS OF

BRANDING?

DEFIN

E

MESSAG

E

CONSISTENC

Y

REMIN

D

THINK

BIG BE

BIG

Clarity

USP

Differentiator

CVO

CYCLE OF BRANDING

Product

Design

Visibility Need/Valu

e

GOING THE GUERRILLA

WAY

July 29, 2014: within 5 seconds

Xiaomi Mi3 on August 5, 2014: 2 seconds.

MEDIA

(PR)

• Catchy Phrase

• Even a small company should

have a very effective brand

strategy (envelopes etc.)

• Social Media Presence (Managing

conflict, 2 way communication)

• Future of Facebook

• Posts

• Website

• Aggregator

• Review

• PR Hustling

AAP - BRANDING

GENIUS

Social

Media

Connec

t Logo

Persisten

ce

PR |

Media

MEDANTA

DIGITAL MEDIA

PARETO’S PRINCIPLE 20% of your brand loyalists create 80% of sales. Repeat customers make all the

difference.

General | Content Marketing

BEHANCE | CROWD STUDIO | 99

DESIGNS

The era of ‘freelancing’

CROWDFUNDING Its an all across victory!

money | PR | VC

POWER OF SOCIAL MEDIA How Deep Kalra did it?

MakeMyTrip (:

You cannot play

with the customer!

HOW TO GET FUNDED

LIGHTENING FAST? Honesty

Connections

Word of mouth

Not being a KNOW IT ALL

Research

Evangelists

Product! Product! Product!

UNDERSTANDING ROUNDS

Company

Registeration.

WHAT TO DO BEFORE

RAISING FUNDS? Get Lean

Clear Corporate Structure

Go to events

Be a storyteller

Personal Branding

Books

Accounting

Employee contracts

Technology

Vendor & Partner Agreements

Customer Acquisition MODEL, Revenue Stream

WHY DO YOU NEED TO

RAISE CAPITAL?

Experiment on your own money, raise when you’re absolutely sure of what’ll work. Do not experiment on investors money.

Paying Yourself is Not a Reason to Raise Early Stage Funding

HOW MUCH DO YOU

NEED? Why raising small funds might be of no

use?

How to avoid the post funding trough?

Clarity is CRITICAL.

Valuation is not a science. Its an art.

WHICH INVESTOR?

PRIVATE OR

INSTITUTIONAL? INVESTORS CAN BE A

PITA!

WHAT TO DO AFTER

RAISING FUNDS?

HOW TO USE CAPITAL?

Vision

Focus

Judicious allocation of funds

HOW DID THESE GIANTS

FAIL AFTER FUNDING?

https://www.cbinsights.com/blog/biggest-startup-failures/

What happened after raising a BILLION $’s

INVESTORS PERSPECTIVE

‘TIM’

Traction is KING

Design is QUEEN

Cashflow is ALMIGHTY

IN WHAT TYPE OF

ENTREPRENEURS DO

PEOPLE INVEST?

CHOICE

IDEAS ARE THE CURRENCY OF THE

FUTURE

Conceiving out of the box ideas

Creating Value

Constructing growth

Communicating your IDEA

Connecting with the masses

Innovation

Disruption

Dr Ritesh Malik